I had a similar discussion with a friend yesterday. She's getting married and they are honeymooning in Cape Town. Neither of them has ever travelled business or first (apart from her fiance's one upgrade years ago) and most of their holidays are taken in places either not serviced by BA or Virgin (e.g. Marrakech) or they get £5 flights off Ryanair. Therefore miles and tier points don't interest them. They wanted advice on Virgin Upper Class vs BA Club, and also wanted to know whether I thougth BA First was amazing enough to push the boat out and pay over the odds. The fares for VS Upper Class and BA Club World are virtually the same.

Thanks to some of the posts above, I think I've got enough information to help them decide ^ BA First doesn't seem that great for just married couples, and as both flights will be sleeper flights they won't be able to maximise the First experience, so it's really between the other 2.